news and information , which needs to be curated “ 24 / 7 in 360 degrees ”, covering all angles , filling tweets , Facebook posts and Instagram as images , bullet headlines , updates and snippets . “ This requires an ecosystem of social media desks and journalists that work in tandem with mainstream editorial to sustain the interest in the content .

“ In this sense , social media is not different , but deeply embedded within broadcast TV — all these , with the very objective of bringing eyeballs to TV .”

In order to help bridge the gap between social media and TV , Vizrt Social solutions were envisaged as a broadcaster ’ s gateway into social media , allowing journalists and producers access to trending and significant topics on social media . By bringing these tools into the mainstream broadcast workflow , Vizrt aims to provide broadcasters the very tools that build a bridge to social media platforms , as well as the editorial ability to harness the potential to the fullest . This , according to Krishnan , is in line with Vizrt ’ s corporate slogan “ to do more with less ”.

The various tools Vizrt offers include the Vizrt Social TV , which brings moderated external social media content onto broadcast screens . This ensures that relevant content , with assured quality and authenticity , is passed on to viewers , alongside deeper analysis .

Another Vizrt tool popular with broadcasters is Viz Story , a video publishing tool for social media platforms . It combines the power of templated Viz graphics and inherent simple video editing and management capabilities , and makes it possible for producers to create video content branded for targeted social media platforms in formats and aspect ratios specific to these platforms .

Vizrt also offers an automated multi-platform built on the Viz Opus automation system , which allows the repurpose of live TV production to publish professionally produced and branded content on multiple social media platforms in near real time .

Singapore terrestrial broadcaster Mediacorp ’ s social media strategy is a unified one across linear and digital platforms — including Toggle , its over-the-top ( OTT ) interactive service .

Krishnan concludes : “ All these tools are fully built on the robust and very flexible Viz One media asset management ( MAM ) platform , which allows broadcasters to manage content across the lifecyle of the story , repurposing them as needed in a manner and formats best suited for their publishing .”

For Singapore terrestrial broadcaster Mediacorp , its social media strategy is a unified one across linear and digital platforms — including Toggle , Mediacorp ’ s over-the-top ( OTT ) interactive service — linking linear TV and radio channels to digital platforms , either as a catch-up destination or a live streaming alternative . Speaking with APB , Guillaume Sachet , head of social , Mediacorp , elaborates : “ The main focus of social media , in a hub-and-spoke model , would be to amplify the central piece of content produced for Mediacorp platforms , either linear or digital .

“ Our unified social media strategy is particularly active during tentpole events and programmes , where integrated teams from various Mediacorp business units will be brought together to conduct real-time listening , produce recreational content , drive conversation and use highlight videos from the show to amplify eyeballs and digital traffic .”

On a day-to-day basis , Mediacorp also uses social media as a conversational screen to TV . For example , Tanglin , Mediacorp ’ s long-

running English drama , has been live tweeted for every single episode of the 800 thus far . This , says Sachet , builds a vibrant community of fans and followers that discusses characters and plots as the story unfolds on-air , in real time .

He continues : “ Lastly , we use social media as an accelerator to employer branding ( with initiatives such as Twitter handle employee curation , Instagram photo stories or LinkedIn thought leadership ) and as a driver for in-house talent development ; for example , through brown bag sharing sessions or digital skills training .”

Sachet also goes on to identify the three key pillars of Mediacorp ’ s social media strategy : n Social listening to better understand audience preferences and trends , in order to make better content . n Dialogue to ignite and maintain conversations around content — rather than brand — in order to provide increased value for audiences . n Data to optimise published content and increase brand visibility / touch points , and delivering content that lends itself more naturally to audience consumption behaviours .

In order to make these activities successful , Mediacorp has also set out some principles , as Sachet describes : “ We focus on our social media platforms ’ strengths ; we create content in the language the

audience is accustomed to and in the voice of digital natives ; we have authentic , fresh , relevant and innovative content to start conversations with audiences ; and we build a network across our digital and social platforms .”

Moving forward , Mediacorp ’ s ambition is to evolve its hub-andspoke content offering model to decentralise content into individual and tailored narrative universes across linear , digital and social media platforms . “ These narrative universes would then come together as strings of story elements , building up on each other to create a coherent , unified and monetisable story around one or more multiple IPs , topics and characters of Mediacorp ,” Sachet reveals .

“ Each audience could then explore one universe individually ( vertical content discovery ) or progressively connect the dots between the various universes and platforms ( horizontal content discovery ). Mediacorp , as a multiplatform , transmedia storyteller , would then be in a strong position to provide a unique content experience to its audiences — tapping digital and social to add new angles with each story extension .”

Consistency across all its business verticals is the approach taken by Singapore telecom and pay-TV operator StarHub . Rod Strother , vice-president of digital experience , StarHub , details : “ The three main objectives of our social media strategy are to engage our social communities , listen out for potential issues or trending topics , and to inspire brand advocacy .

“ In terms of content pillars , we focus on global and local events , everyday tech solutions that can inform and educate , travel tips and tricks for mobile-savvy audiences and lastly , bite-sized entertainment pieces to connect with our passionate fanbase . By adding value to our customers , we can create better interactions .”

He goes on to urge broadcast networks to tap into the opportu-

nities that social networks provide to engage fans . For example , to encourage deeper audience engagement for Season 7 ’ s launch of Game of Thrones , StarHub ’ s community managers replied customers ’ comments with famous character quotes — the fans relished the in-character personalisation , reports Strother .

For the 2018 FIFA World Cup , StarHub ’ s social media campaign rallied fans to show their support for their favourite teams , and this generated more than 16,000 reactions , comments and shares . “ Social provides a life beyond the confines of the 60 minutes or so on screen for followers of the show ; it offers both immediacy and amplification to what would simply be the water cooler conversation the next day ,” he concludes .

— Rod Strother , Vice-President of Digital

Experience , StarHub